The COVID-19 pandemic has altered sports sponsorship, accelerating trends already in play such as the growth of hybrid events, rising importance of player advocacy and popularity of esports, according to the Nielsen Sports 2021 Global Sports Marketing Trends report.
Qantas has dropped its Wallabies team sponsorship and is ending a number of arts and creative associations as it works to cope with the COVID-19 crisis fallout and to conserve cash.
Brands spent somewhere well above $750 million sponsoring sporting events and clubs in Australia in 2019. That number was on track to be bettered in 2020 thanks to the benign economic climate and the Tokyo Olympics.
?A digital-first approach, content play and commitment to sports marketing as a vehicle for emotional consumer connection lie at the heart of Hisense Australia’s new major sponsorship with the National Rugby League (NRL), its marketing chief says.